[fatty0011]

It seems pretty obvious from this that consumers don't understand that when they are not paying for the product, they are the product themselves. It's also clear that this graph would look vastly different if given to a HN-only crowd.

[ceras]

Saying they "don't understand" is really condescending, especially given that "you are the product" sounds more like a political slogan than anything. It's more accurate to just call it a two-sided market.

Realistically, I think most people just don't care very much about targeted advertising.

[rprospero]

Broadcast TV is free while cable channels cost money, yet both of them give you ads. A paid subscription to the New York Times or Wall Street Journal will give you more ads than my local free newspaper. The free community production of Twelfth Night in the park had less product placement than any film at the local cineplex, despite the high ticket prices.

Consumers are aware that they are ALWAYS the product. They're just upset that some people think that they need to pay for that "privilege".